Digital technology-empowered omnichannel integration: a review and research agenda
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 14 March 2024
Abstract
Purpose
Digital technology plays a vital role in empowering omnichannel integration. Research on digital technology has recently attracted attention and rapidly developed. However, a comprehensive assessment of the research status and potential gaps is yet to be conducted. Thus, this study investigated the current research status of digital technology-empowered omnichannel integration, and future research directions are proposed.
Design/methodology/approach
A three-stage bibliometric analysis was conducted on 764 articles published from 2000 to 2023, cited in the Web of Science database. Furthermore, performance and thematic analyses were performed.
Findings
The most productive contributors and influential articles in this field were identified, and four themes of focus were discovered: service quality, o2o commerce, omnichannel retailing, and digital transformation.
Originality/value
To the best of our knowledge, this work is the first attempt to enable researchers to understand the vast body of published scholarship on digital technology-empowered omnichannel integration.
Keywords
Acknowledgements
The authors would like to thank the editor and anonymous reviewers for their constructive comments, which have helped to improve this study significantly.
Citation
Yang, Z. and Hu, D. (2024), "Digital technology-empowered omnichannel integration: a review and research agenda", International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-09-2023-0560
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited